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BizReport : Advertising : August 24, 2011

Survey: Brands betting on social for holidays

Many brands are looking to social to help push their name recognition to the next level this holiday season. According to the Bizo survey brands are betting that social shopping will take them into the fall season and then straight through to the holidays with increased awareness, which could lead to more conversions.

by Kristina Knight

bizo.gifExecutives surveyed for the report said that social was perceived as 'most important' (65%) for the upcoming shopping seasons with email ranked second (46%) and content marketing third (45%).

Interesting take-aways include:

  • 55% report they measure social success based on the number of followers they have

  • 14% say they know social analytics - tracking, targeting, etc. - improve campaigns

  • 63% say they'll begin working in social analytics 'soon'

  • 19% of execs say they'll improve content offers over the next quarter

  • "We have seen marketers take a much more strategic approach to their campaigns where what they measure and how they measure becomes vitally important," said Russell Glass, CEO of Bizo.

    As for what brands want to achieve with social, the key isn't specific conversions but rather a bigger impact for the brand. Nearly half of respondents said social's big draw was the potential increase in brand/product awareness. They also like social because it can 'back up' other campaigns.

    To that end, many are looking for ways to make ecommerce simpler for the consumer; one option is the social sign-in, or allowing consumers to make a purchase using a social profile rather than creating an all-new profile for each retail hub. SilverPop has partnered with Janrain to launch their Social Sign In platform.

    "Carefully integrating social media into a multichannel marketing strategy is crucial for success," said Bryan Brown, director of product strategy for Silverpop. "We think of initial website interactions as similar to meeting someone for the first time. The interaction needs to be pleasant and simple and if you feel a connection, you want to be able to get back in touch."

    According to Janrain, early adopters of social sign in solutions have seen increases registration conversion rates by utilizing the method.

    Tags: Bizo, ecommerce, Janrain, shopping trends, SilverPop, social marketing, social shopping

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